Apple brings (RED) to the App Store to raise funds to fight AIDS
Howard Lake | 24 November 2014 | News
This year’s partnership between Apple and (RED), the campaign of people and companies to fight AIDS, sees a dedicated section of Apple’s App Store where all purchases will raise funds for the campaign.
The two-week partnership will mark World AIDS Day on 1 December. From 24 November to 7 December the Apps for (RED) section will feature 25 apps with exclusive new content where all proceeds will go directly to the Global Fund to fight AIDS.
In addition, Apple will donate a portion of sales from its retail and online stores around the world on Friday 28 November 28 and Monday 1 December, “two of the biggest shopping days of the year”, also known as Black Friday and Cyber Monday.
Apple and (RED) have run a joint campaign around World AIDS Day for the past eight years, but this is the first global App Store initiative in support of (RED).
Tim Cook, Apple’s CEO, said:
“Apple is a proud supporter of (RED) because we believe the gift of life is the most important gift anyone can give. For eight years, our customers have been helping fight AIDS in Africa by funding life-saving treatments which are having a profoundly positive impact. This year we are launching our biggest fundraising push yet with the participation of Apple’s retail and online stores, and some of the brightest minds in the App Store are lending their talents to the effort as well.”
Special edition (RED) iTunes® gift card
In addition, on Friday 28 November, Apple customers in the USA will receive a special edition (RED) iTunes® gift card with the purchase of select Apple products. For each gift card distributed, Apple will also donate a percentage to the Global Fund.
“Apple isn’t just in the fight to end AIDS. They are setting a new bar for business, giving $75 million and counting to the Global Fund as part of their partnership with (RED),” said Bono, co-founder of (RED). “I couldn’t be prouder to work with them.”
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Apps for (RED)
Apple App Store campaign for (RED)
(RED)-inspired content and experiences on offer in the Apps for (RED) section include:
• Angry Birds players can perfect their bird-flinging with (RED)’s Mighty Feathers and challenge themselves to a bonus golden egg level.
• Bubble Witch 2 Saga offers new (PRODUCT)RED levels across all 17 episodes of the game. Gold bar currency purchases will be donated to (RED).
• Cut the Rope 2 unveils a wide selection of (PRODUCT)RED items including a new red hat, red touch print, red balloons and a red ginger cookie.
• Despicable Me: Minion Rush reveals a new Lifeguard minion that helps players boost their banana collection skills by 200%.
Graphic overlay app Over is one of the Apps for (RED)
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.